The second part of our Top 5 Sporting Goods Brands looks at how the industry acts on Twitter. It’s interesting to see whether or not some brands are better overall at social or whether or not it’s really platform-specific, so we’ll take the same 5 brands across the industry in each platform post.


The social and digital team at Nike are truly all-conquering. They’re as good on Twitter as they are on Facebook, and that’s saying something.

They push out great content like they do on Facebook, but on Twitter they also respond to (seemingly) everybody:

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Their latest campaign is also pretty clever, leveraging Twitter users named TJ for their #TakeOnTJ campaign:

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Keep it up, Nike. You guys seem to know what you’re doing.


Adidas do a great job on Twitter. I’d say better than they do on Facebook (you can see how they were on Facebook in our Top 5 Sporting Goods Brands on Facebook article). One particularly successful campaign for adidas was the @Brazuca Twitter handle, creating a pe.rsonality for the official World Cup ball for last year’s tournament in Brazil and which has the second largest social following of any sporting goods account on Twitter (only behind Nike’s main account). Their official sponsorship allows them some extra privileges when it comes to taking advantage of the event, leaving Nike to use terms like ‘Big Tournament or

As you can see, Brazuca has it’s own personality, and it’s own way of taking content from other adidas platforms (@adidasfootball in this case), and transforming it into a less serious, more fun way, which obviously resonated with Twitter users as it remains one of the most popular Twitter accounts despite having not tweeted since July 23rd last year…


PUMA thankfully take more care when dealing with their Twitter community than they do on Facebook. There is a lot more interaction between brand and followers, as well as the sleek content that we previously saw on Facebook.

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That being said, it also looks like they do them all in one batch whenever they post content as opposed to responding in a timely manner to the questions. That takes the shine off it a little. A little more constant monitoring would go a long way to garnering more positive sentiment from their followers.

Under Armour

Under Armour’s text-only Facebook updates weren’t great, but on Twitter, they work well. They gain far more engagement from a far smaller follower base than they do on Facebook.

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That being said, it would seem that their social is done in the States… Having a decent level of spelling is a necessity of any social media manager and to use the wrong English (American instead of well, English) just takes the shine of having a really great social presence and a mediocre one. Little things like that stick out like a sore thumb.

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Jordan make full use of Twitter for maximising their potential for engaging their followers. Mixing up still images, autoplay native videos, Vines, Twitter cards linking out to Periscope, as well as using Twitter’s Collections features to showcase their new Super.Fly 4 line, it all seems very polished and effortless, which is what the best social accounts do.

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Possibly one of the best brands I’ve seen using Twitter.

Have we missed a great sports brand on Twitter? Maybe you disagree with something we’ve said? Let us know in the comments or on Twitter @VelocityDigi.

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